Lucia Lumber

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OVERVIEW:

Home shows are an ideal way for home improvement businesses to build a customer base. To promote its presence at the Western Massachusetts Home and Garden Show, Lucia Lumber of Agawam, MA, teamed with Comcast Spotlight for a multi-screen marketing campaign which also was designed to gain market share from the competition.

STRATEGY:

Lucia Lumber's target audience was homeowners aged 35 and up, with a household income of $50,000 or more, who either shopped in a home improvement store and/or worked on a home improvement project in the previous year. Comcast Spotlight analyzed the media consumption habits of that highly focused audience and developed a television marketing plan to effectively reach it. Online, the store used a simple banner advertisement to steer traffic to its informative website, where customers could learn more about available products and services.